The Changemakers

Creative leadership in the age of AI: Matt Price, tem

• Shaped By • Episode 74

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0:00 | 55:50

Creative leadership doesn't look like it did in 2023. Matt Price would know.

Matt first joined The Changemakers back in May 2023 to talk about mastering the art of creative leadership. Since then, he's left Checkout.com, landed at AI-powered energy platform, tem as VP of Brand and Creative Design, and watched B2B marketing shift under his feet. 

In this follow-up chat, host Dave Corlett asks Matt what's actually changed - for him, for his team, and for the brands he works with.

They get into:

  • How Matt ended up at tem. 
  • How B2B brands are communicating differently than they were three years ago.
  • Why Matt's approach to creative leadership has had to evolve, and what he's built himself to unlock new capability in his team.
  • What he looks for when hiring now, and what he's stopped looking for.
  • Why more high-growth startups are ditching the one-off rebrand for something more iterative.
  • Where he thinks in-house creative teams are heading next.

If you want to know what creative leadership actually demands right now, this is the episode for you.

🎧 Listen now


Timestamps

00:00 - Catching up with Matt and his transition to tem.

03:10 - What is tem? Dissecting the B2B tech energy platform.

06:10 - Injecting emotion into B2B.

11:23 - How AI changes creative leadership from output tracking to quality raising.

13:29 - Why 75% perfection beats slow execution.

18:38 - How tem built a custom AI operating system for creativity.

25:11 - Why off-the-shelf tools aren't enough.

31:26 - Why B2B needs generalist specialists.

37:37 - Ditching the 9-month rebrand in favor of continuous brand evolution.

47:54 - The future of in-house teams, from service departments to intelligent creative systems.

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